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Weather and Global Events Intensify Pressures on Fresh Produce Market

Adverse weather conditions and ongoing global crises continue to present formidable challenges to the fresh produce market, as highlighted in the latest Fresh Direct Winter Market Review.


The foodservice sector, still rebounding from the pandemic's long-lasting effects, is seeing a renewed emphasis on natural, plant-based ingredients as operators work to satisfy growing consumer demands for healthier, sustainable options. However, the recovery remains fraught with challenges. Extreme weather patterns—ranging from prolonged droughts to severe frosts—are severely impacting crop yields. Simultaneously, macroeconomic pressures, including global conflicts that affect both production and shipping routes, continue to generate significant headwinds for the industry.


Despite these hurdles, there is a notable surge in the preference for British produce among foodservice operators, as they seek to bolster resilience in their supply chains. Fresh Direct has been at the forefront of this shift, expanding its partnerships with local British growers and increasing the number of British-sourced lines available to customers. This local focus not only supports sustainability efforts but also mitigates some of the unpredictability associated with international supply chains.


Paul Nieduszynski, CEO of Sysco GB, said: “Fresh Direct is achieving market-leading levels of product availability against a backdrop of challenging weather conditions and global supply chain disruptions. We’ve worked closely with suppliers to minimise the impact on our customers by creating more direct relationships with growers, mitigating risks, and taking greater control of our supply chain. As a result, we’ve successfully kept produce on the plate, even as global pressures threaten supplies.”


The resilience of Fresh Direct in navigating these turbulent times underscores the vital importance of adaptability and local sourcing in the fresh produce sector. As the market continues to evolve, the emphasis on sustainable and resilient practices is likely to shape the future of fresh produce for years to come.


For further insights, the full Fresh Direct Winter Market Review is available for download at: https://www.freshdirect.co.uk/media/f1yggj3s/fresh-direct-market-review-winter-24-digital.pdf.

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